Fructis was launching a new range of hair styling products for young men. We created a campaign based on the idea of "24 hold for your 24 hour life" that featured the adventures of guys who looked great regardless of whether they were club hopping, crowd surfing or attending lectures the morning after.

The campaign extended into digital and social media. An alarm clock app was developed that aggregated your most important social network updates along with your favorite news and sport from the past 24 hours.